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With the tobacco industry slowly but surely losing on the international market, Malawi is looking for an alternative industry to boost her economy and tourism seems to be the untapped natural resource government is bent on developing.
Already, according to the Ministry of Information, Communications and Tourism, Malawi is currently enjoying a steady growth in tourism, the bulk of which comprises regional and international tourists although there are no statistics to indicate the performance and trend of domestic tourism.
The only evidence of existing domestic tourism is found during festive seasons when most tourist centres are patronised by the local market.
Concerned with this trend, the ministry recently organised a tour for the media, both print and electronic, tour operators and travel agents to sample some of Malawi’s tourism spots beginning with the South in the hope that in the end they would communicate what Malawian’s miss by not travelling for leisure.
Chimwemwe Mwasangwale, tourism officer responsible for promotion conceded that in view of the low per capita income experienced in Malawi, it is not envisaged that domestic tourism will be of any significance in the short-term, but said the ministry has set aside some funds to kick-start the campaign to promote it nevertheless.
Mwasangwale, who led the team on the tour of some tourist attractions a fortnight ago, said the tourism ministry has a vision to develop sustainable domestic tourism in order to instil a culture of travel among Malawians and educate the communities on the importance of tourism.
“Some countries [Kenya for example] to a larger extent depend on tourism as a major foreign exchange earner. Why can’t Malawi do the same with her vast natural resources such as the beautiful Lake Malawi, national parks, wildlife reserves and a rich cultural heritage?
“These are major attractions for this type of tourism and it is, therefore, important that small-size developments along the lakeshore offering a wide range of recreational activities as well as animation are developed and competitively priced if they are to attract local tourists,” Mwasangwale said.
In view of this, government has come up with what is called the Malawi Strategic Tourism Development Plan whose main objectives, among others, are to introduce and promote competitively priced packages for the local market; to advertise the tourism products for the purpose of informing, reminding and persuading the local people to travel for leisure; to sensitise and educate the local communities on the benefits of tourism; and to promote local investment in the tourism industry.
A visit to Nyala Lodge in Lengwe National Park in Chikwawa, Protea Ryalls Hotel in Blantyre, Le’Meridien Ku Chawe Inn on Zomba Plateau, Mvuu Camp and Lodges in Liwonde National Park and a number of holiday resorts along the lakeshore proved that rates for their services are a bit on the higher side for the average Malawian to afford, unless otherwise sponsored.
Where complementary meals were not provided for the people on the tour, the team found it prohibitive to buy anything to eat from the hotels/lodges and opted for cheap restaurants.
“We appreciate that domestic tourism is hampered by the fact that many Malawians cannot afford the high rate services such as food and accommodation hotels, holiday resorts and lodges normally charge, but we want people to know that there are alternative places where they can lodge and get good food at highly competitive rates,” Mwasangwale said.
“The whole idea is to instil into Malawians that the culture of travelling for leisure so that they appreciate the beauty of their own country. And if tourism can be developed to that extent poverty will greatly be reduced in rural areas where these tourist attractions are mainly located,” he said.
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